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NBC to promote TV Everywhere app with Olympics

Like Fox did with the Super Bowl, NBC Sports will use the Winter Olympics as an opportunity to promote its TV Everywhere app.

NBC said it will let viewers access NBCOlympics.com and the NBC Sports Live Extra app during the games without having to verify their pay-TV subscription. For 30 minutes, such viewers will be able to watch anything streaming through the app. After that time expires, viewers will be given a pass to watch for five minutes per day thereafter.

The company said the vast majority of live streaming events will be restricted to verified pay-TV subscribers. Comcast (Nasdaq: CMCSA), Cox Communications, Cablevision (Nasdaq: CVC) and Midcontinent Communications subscribers will have their apps automatically verified when they use them on their home networks, NBC said.

"Our goal is for temporary pass to really drive usage and adoption of TV Everywhere in a way that hasn't been done before," said Rick Cordella, senior vice president and general manager of digital media for NBC Sports Group.